Fiama Di Wills SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 6760

SWOT Analysis of Fiama Di Wills with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fiama Di Wills

Parent Company



Personal Care brands- Haircare & Skincare



Tagline/ Slogan

Beautiful you, today, tomorrow


The Fiama Di Wills range combines the goodness of nature and science, providing gentle and effective care.



Middle class men and women

Target Group

Young, modern, aware customers who are confident of themselves and seek indulgences that make them feel alive and beautiful.


Shampoo which is a blend of Nature and Science and also a Gentle Care shampoo that can be used everyday

SWOT Analysis


1. Different variants – Every Day Mild, Aqua Balance, Volume Boost
2. Movie stars and celebrities as brand ambassadors, so the product is identifiable and popular among girls/women.
3. The brand boasts of the R&D from ITC Research center in collaboration with leading US based personal care research labs

4. Effective use of both push and pull strategy.
5. Good brand visibility and distribution; and product range offers shampoos, conditioner, bathing bars and shower gels


1. Product not popular among men. Ads made the product look like Unisex but it was targeted at both the genders.
2. Confused state of existence in the consumer’s mind.
3. With the launch of multiple products targeting various segments, the brand needs to have a common positioning platform which connects all the variants together.


1. Increasing consumer base with time.

2. Fiama is a young brand, in its growing stage.
3. People are increasingly facing haircare problems hence haircare segment is rapidly expanding


1. Cut throat competition from HUL.
2. People have a tendency to shift to other products, since so many options are available.



2.Dove Soap


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